Global Mobile Advertising Revenue hits €14.6 billion ($19.3 Billion) in 2013 n early doubling from previous year, according to IAB Europe, IAB & IHS. Latin America shows highest year-on-year growth, soaring 215%, with major increases coming from North America, up 122% and Europe up 90%.

1. August 2014
IAB Europe, IAB and IHS
Daniel Knapp, Director Advertising Research, IHS
Global Mobile Advertising Revenue 2013 The State of Mobile Advertising Around the World

2. Global mobile advertising revenue nearly doubled in 2013
| 2
€ 7,584
€ 14,563
€ 0
€ 2,000
€ 4,000
€ 6,000
€ 8,000
€ 10,000
€ 12,000
€ 14,000
€ 16,000
2012
2013
Global mobile ad revenue (€m)*
*All data in this presentation is in constant 2013 EUR. Constant exchange rates have been used in order to eliminate currency effects on the growth rate.
Source: IAB Europe, IAB, IHS

3. Display expands its share of mobile advertising as messaging faces pressure
| 3
35.7%
41.5%
48.9%
48.9%
15.5%
9.6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2012
2013
Global mobile ad revenue by format
messaging
search
display
Source: IAB Europe, IAB, IHS

4. Mobile display advertising revenues more than doubles as growth outperformed other formats
| 4
123%
92%
19%
0%
20%
40%
60%
80%
100%
120%
140%
Display
Search
Messaging
Mobile ad growth in 2013 by format (%)
2013 revenue gains over 2012 (€m)
€ 2,705
€ 3,707
€ 1,172
€ 3,336
€ 3,416
€ 227
€ 0
€ 1,000
€ 2,000
€ 3,000
€ 4,000
€ 5,000
€ 6,000
€ 7,000
€ 8,000
Display
Search
Messaging
€6,041
€7,123
€1,399
2013 revenues
2013 additions
2012 revenue
Source: IAB Europe, IAB, IHS

5. North America overtakes Asia-Pacific as largest mobile advertising market
| 5
€ 34
€ 117
€ 1,328
€ 3,362
€ 2,743
€ 109
€ 170
€ 2,519
€ 5,666
€ 6,099
€ 0
€ 1,000
€ 2,000
€ 3,000
€ 4,000
€ 5,000
€ 6,000
€ 7,000
Latin America
Middle East & Africa
Europe
Asia-Pacific
North America
2012
2013
2012 vs 2013: Mobile ad revenues by region (€m)
Source: IAB Europe, IAB, IHS

6. Share gains for all regions apart from Asia-Pacific and Middle East & Africa
| 6
0.5%
1.5%
17.5%
36.2%
44.3%
2012
Latin America
Middle-East and Africa
Europe
North America
Asia-Pacific
0.7%
1.2%
17.3%
41.9%
38.9%
2013
Global mobile advertising revenue: share by region
Source: IAB Europe, IAB, IHS

7. Asia-Pacific maintains marginal lead in mobile display advertising ahead of rapidly growing North American market
| 7
€ 7
€ 28
€ 438
€ 903
€ 1,327
€ 28
€ 45
€ 990
€ 2,466
€ 2,512
€ 0
€ 500
€ 1,000
€ 1,500
€ 2,000
€ 2,500
€ 3,000
Latin America
Middle East & Africa
Europe
North America
Asia-Pacific
2013
2012
2012 vs 2013: Mobile display ad revenues by region (€m)
Source: IAB Europe, IAB, IHS

8. Unchanged regional ranking in mobile search advertising
| 8
€ 6
€ 27
€ 780
€ 1,361
€ 1,532
€ 27
€ 47
€ 1,368
€ 2,435
€ 3,247
€ 0
€ 500
€ 1,000
€ 1,500
€ 2,000
€ 2,500
€ 3,000
€ 3,500
Latin America
Middle East & Africa
Europe
Asia-Pacific
North America
2013
2012
2012 vs 2013: Mobile search ad revenues by region (€m)
Source: IAB Europe, IAB, IHS

9. Gap between smaller and larger mobile advertising regions is less pronounced in messaging
| 9
€ 21
€ 61
€ 110
€ 307
€ 670
€ 54
€ 78
€ 161
€ 386
€ 723
€ 0
€ 100
€ 200
€ 300
€ 400
€ 500
€ 600
€ 700
€ 800
Latin America
Middle East & Africa
Europe
North America
Asia-Pacific
2013
2012
Mobile messaging ad revenues 2012 vs 2013 (€m)
Source: IAB Europe, IAB, IHS

10. Strong differences across format distribution globally
| 10
44.3%
39.3%
40.4%
26.4%
26.2%
43.0%
54.3%
53.2%
27.5%
24.4%
12.7%
6.4%
6.3%
46.1%
49.4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Asia-Pacific
Europe
North America
Middle East and Africa
Latin America
Mobile ad revenue by format: regions
display
search
messaging
Source: IAB Europe, IAB, IHS

11. Latin American mobile display market grows 5x faster than market in Middle East and Africa
| 11
57%
89%
126%
173%
288%
0%
50%
100%
150%
200%
250%
300%
350%
Middle-East and Africa
Asia-Pacific
Europe
North America
Latin America
Mobile display ad growth in 2013 by region
Source: IAB Europe, IAB, IHS

12. Mobile search growth in Latin America decoupled from relatively homogenous growth in other regions
| 12
71%
75%
79%
112%
354%
0%
50%
100%
150%
200%
250%
300%
350%
400%
Middle-East and Africa
Europe
Asia-Pacific
North America
Latin America
Mobile search ad growth in 2013 by region
Source: IAB Europe, IAB, IHS

13. Maturity of messaging advertising evident in Asia Pacific, but format still commands triple-digit growth in Latin America
| 13
7%
26%
28%
47%
152%
0%
20%
40%
60%
80%
100%
120%
140%
160%
Asia-Pacific
North America
Middle-East and
Africa
Europe
Latin America
Mobile messaging ad growth in 2013 by region
Source: IAB Europe, IAB, IHS

14. Contact:
Alison Fennah, IAB Europe – fennah@iabeurope.eu
Daniel Knapp, IHS – daniel.knapp@ihs.com
@IABEurope
IAB Europe
www.iabeurope.eu
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